Exploring the image of women to persuade in multimodal leaflets

Source document: Theory and Practice in English Studies. 2012, vol. 5, iss. 1, pp. [27]-55
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This article will explore the main strategies used to make meaning in different multimodal texts advertising free excursions in which women are represented. The corpus of examples belongs to leaflets given out by different selling companies in Alicante (Spain), a very touristic place on the Mediterranean Sea. This article will study the reasons why the text creators/journalists choose some linguistic and visual forms instead of others and the influence of these forms in the creation of meaning. The different linguistic and visual options show the persuasive strategies used by the creators of the texts under analysis in order to persuade readers to go on these free excursions. Moreover, the texts will be compared in order to observe if the projected image of women is similar in them. The following questions are essential in this article: How are women represented? and What ideas and values are associated with the women represented in the multimodal texts? The analysis will show that the multimodal texts analysed have used women to persuade readers to go on the free excursions because the women represented are sexy, wear nice clothes and are presented as good dancers and singers, which imply that they will make readers spend a good time on the excursions.
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